How Luxury Lost Its Luster Author: Dana Thomas

Deluxe: How Luxury Lost Its Luster by Dana Thomas is a riveting investigation into the world of high fashion and luxury branding. In this New York Times bestseller, Thomas explores how the traditional concept of luxury—once defined by exclusivity, heritage, and handcrafted quality—has been reshaped by globalization, marketing empires, and corporate profit motives.

Through in-depth reporting and insider access, the book examines:

The rise of luxury conglomerates like LVMH and Richemont

The shift from bespoke artisanship to mass production

Behind-the-scenes stories at iconic brands such as Louis Vuitton, Prada, Gucci, and Hermès

The influence of celebrity endorsements, advertising, and retail expansion

The ethical implications of manufacturing practices, including outsourcing and labor conditions

Thomas contrasts the original ethos of luxury—intimacy, rarity, and exceptional craftsmanship—with the modern pursuit of scale and visibility. From counterfeit markets to branding psychology, she unveils a complex landscape where the illusion of opulence masks compromised quality and industrial efficiency.

A must-read for fashion enthusiasts, business strategists, and curious readers alike, Deluxe raises critical questions about authenticity, aspiration, and the true cost of glamour. With vivid storytelling and razor-sharp insight, Dana Thomas invites readers to rethink what luxury really means in the 21st century.